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Senior Director of Marketing Analytics and Optimization - Chicago Illinois
Company: Aspen Dental
Location: Chicago, Illinois
Posted On: 11/13/2024
The Aspen Group (TAG) is one of the largest and most trusted retail healthcare business support organizations in the U.S. and has supported over 20,000 healthcare professionals and team members with close to 1,500 health and wellness offices across 48 states in four distinct categories: dental care, urgent care, medical aesthetics, and animal health. Working in partnership with independent practice owners and clinicians, the team is united by a single purpose: to prove that healthcare can be better and smarter for everyone. TAG provides a comprehensive suite of centralized business support services that power the impact of five consumer-facing businesses: Aspen Dental, ClearChoice Dental Implant Centers, WellNow Urgent Care, Chapter Aesthetic Studio, and AZPetVet . Each brand has access to a deep community of experts, tools and resources to grow their practices, and an unwavering commitment to delivering high-quality consumer healthcare experiences at scale.
As a reflection of our current needs and planned growth, we are very pleased to offer a new opportunity to join our dedicated team as Senior Director of Marketing Performance.
Reporting to the VP Digital Commerce, w e are looking for a visionary Senior Director of Marketing Performance to lead and inspire a team responsible for driving data-driven decisions across our marketing and digital commerce efforts. This role will oversee marketing analytics, measurement, and CRO, delivering actionable insights to improve efficiency, growth, and patient engagement. You will manage a team of analysts and testers , collaborating with media, merchandising and data teams to enhance campaign performance, optimize marketing investments, and maximize conversion rates and revenue growth.
Key Responsibilities:
- Lead the analytics and measurement function, translating complex data into strategic insights that inform decision-making and marketing strategy.
- Stay on the cutting edge of marketing analytics, attribution models, and CRO trends to bring innovative solutions to the team.
- Develop and maintain a robust measurement framework to track the effectiveness of marketing campaigns and investment , including ROI and patient revenue metrics.
- Deliver clear, actionable insights through best-in-class reporting and data visualization to drive business growth, efficiency, and revenue and reach optimization.
- W ork closely with the data team to align on the proper tagging strategies and tools to track key performance indicators (KPIs) and user behavior without compromising data privacy or compliance standards.
- Lead the CRO team and agenda in partnership with ecom & merchandising and service line teams to deliver innovative, user-centric strategies that improve digital engagement and conversion across the website and digital platforms.
- Design and implement data-driven experimentation , A/ B and multivariate testing to continuously improve user experience, drive revenue, and reduce friction in customer journey s.
- Work closely with the ecom & merchandising team to ensure a seamless, high-converting experience for all prospective patients.
- Partner closely with the media team, media agency, s ite teams and measurement partners to align performance goals and optimize marketing investments.
- Develop, coach, and mentor a high-performing team of analysts and CRO experts to foster innovation, collaboration, and continuous learning.
- Implement and maintain best-in-class measurement frameworks, tools, and technologies to optimize marketing spend and conversion efforts.
Qualifications :
- Bachelor's degree in marketing, business analytics, statistics, or related fields; advanced degree preferred.
- 12+ years of experience in marketing analytics, performance measurement, and CRO, with a proven track record of optimizing marketing investments and improving conversion rates.
- Expertise in developing data-driven insights, using advanced measurement techniques, and implementing testing methodologies such as A/B and multivariate testing.
- Strong understanding of digital marketing, eCommerce, and user experience optimization strategies.
- Proven ability to navigate and comply with industry regulations (e.g., HIPAA), ensuring that all marketing analytics and performance measurement activities respect patient privacy and data security.
- Proficient in data analytics tools (SQL, Python, R, Google Analytics) and marketing measurement platforms.
- Exceptional leadership skills with experience managing and developing high-performing teams.
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